Controversy
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The IEMA had been accused of not following through on promises made with regard to stemming the sale of Mature-rated games to minors. The Federal Trade Commission (FTC) as well as special interest groups including the National Institute on Media and the Family (NIMF) have performed sting operations on IEMA member company stores and found that retailers continue to sell M-rated games to children. Critics claim that the organization makes public statements that are meant to appease law-makers and the press but does not follow through with penalties imposed upon members which run afoul of their commitment. They would furthermore like to see the IEMA more directly involved with its membership in educating store-level staff about the ESRB ratings system. Others have praised the association for its swift response to the 2005 Grand Theft Auto: San Andreas Hot Coffee minigame controversy, in which the rating for the game was changed from "M" to "AO" (Adults Only). Upon receiving notification of the change, all IEMA retailers removed the product from store shelves within 24 hours.
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